Positioning strategy #1: Name. Name your business so that the name telegraphs what your business does. For example, not just Michael’s but Michael’s Arts and Crafts. Positioning strategy #2: Price. You should be selling in a self-created competitive vacuum, where price is evaluated by the prospect only against value, only based on your presentation, not […]

The first step in building a brand is to have a Unique Selling Proposition or a USP. USP-less businesses offer nothing distinct, nothing unique, no special benefits, no logical reason why someone should buy from them other than hope or circumstance wrapped around a cheap price. Your USP is the anchor to your brand. What […]

It may be the impact of it given as gift or served at a party. It may be in the feeling of success or prosperity or of rewarding oneself with indulgence that come with making the purchase. It may be a sense of superiority, of buying or serving the best or something unique and unusual. […]

You’ll never hear me talk in terms of starting with a blank slate. And catching me starting anything with a blank page is a rare event. For purely artistic expression, raw, out of the ether creativity may be an essential ingredient. But for commercial purposes, it is vastly overrated. Even if you look at the […]

Get tough by explaining, “When I cut price, I also have to cut somewhere else.” You can cut price, but you also have to withdraw the warranty. You can cut price, but their order goes to the end of the shipping queue. You can cut price, but you have to charge per call for technical […]

What you can do is you can find out what the meeting planner’s budget range is. When you’re on the phone with the meeting planner, you will say something to the effect of, “Well, Ms. Meeting Planner, we have a number of different packages that will really fit into any budget. We have packages that […]